(3) Dependent variable regression (service loyalty) on independent variable (service quality), and mediator
variable (customer satisfaction): Table 4 shows that in this test, loyalty is considered as dependent variable, and
service quality and satisfaction as independent variable.
As shown in table 4, for the first model, R² = 0.43 was obtained, and it can be said that 43 percent of the
dependent variable changes is explained by the model. In the second model (table 9), R² = 0.458 was obtained,
thus almost 45 percent of the dependent variable changes is shown by the model. As shown, R² = 0.80 was
obtained in the third model, and it can be considered that 80 percent of the dependent variable changes is
explained by the model, in other words, a very high percentage of dependent variable changes are identified by
the mentioned model. As a result, customer satisfaction partially mediates the relationship between service
quality and customer loyalty.
Now, the question is that is there any linear relation between the variable pair understudy in the model? To
answer this question, single factor variance analysis test (ANOVA) is used. Data mentioned in table 4 shows:
First model: Considering the test statistic F = 112.67 and also zero meaningfulness level of the test, it can be
concluded that there is a meaningful linear relation between the two variables.
Second model: The test statistic, F = 122.41 and test meaningfulness level is zero. Therefore, since the
meaningfulness level is less than error level, zero assumption is denied, and the relation between the two
variables is meaningful.
Third model: The test statistic F = 292.56 and test meaningfulness level is zero. This means that the zero
assumption in 0.05 level is denied, in other words, there is a meaningful linear relation between dependent
variable (Y) and at least one of the independent variables.
Therefore, it can be said that although both variables have a meaningful linear relation with the loyalty variable,
but the satisfaction variable has a stronger relation with loyalty. Considering the positive sign of Beta index, this
relation is in one direction, and loyalty is increased considerably with the increase of satisfaction.
In general, considering the applied models, the third model is better, since the determination index in this model
is a higher figure compared with other models. Although the determination index in the second model is close to
the third one, but compared with the third model, it is less appropriate, since one of the independent variables has
been ignored in this model.
Question 3: What is the relation between five dimensions of service quality, satisfaction and loyalty?
This part will study the relation of each one of service quality dimensions with satisfaction and loyalty. To study
the amount of the relation between each one f service quality dimensions with satisfaction and loyalty, Pearson
correlation index is used. In tables 5 and 6, the correlation indices of satisfaction and loyalty have been
calculated with five dimensions. Considering the first column in both tables, it can be said that all variables have
a meaningful linear relation with satisfaction variable, as well as loyalty (meaningfulness level in all cases is less
than the error level), and the highest relation is between empathy variable with satisfaction and loyalty. The
positive sign of correlation indices shows direct relation of variables, so that in all five dimensions, with the
increase of service quality, satisfaction and loyalty will be increased.
Question 4: What is the relation between resulted and processed dimensions, satisfaction and loyalty?
The fivefold dimensions of service quality can be considered from another point of view. In fact, they can be
divided into two more general categories of resulted and processed. The resulted dimension includes reliability
dimension, and the processed dimension includes other dimensions (tangibles, responsiveness, assurance, and
empathy). Now, the question to be answered is which dimension is more important in attracting customer’s
satisfaction and loyalty? For his reason, Pearson correlation index is used.
Table 7 and 8 show the correlation indices of satisfaction and loyalty variables with resulted and processed
dimensions. This tables show that the two variables have a positive meaningful linear relation with satisfaction
and loyalty variables, so that the higher service quality in each of the dimensions, the more satisfaction and
loyalty.
But in both cases, the processed dimensions have more correlation with satisfaction and loyalty. Therefore,
although the result of service received by customers may not be appropriate, but it does not mean that customers
consider service quality totally weak. On the other hand, high correlation between the processed dimension and
satisfaction and loyalty shows that service challenges have played a more important role in customer’s
assessment from service quality. Thus, the process of service offer is a good opportunity for increasing the
service quality in the view of customers.